IMPROVING SALES PROMOTION OF A BEVERAGE COMPANY IN NIGERIA (Case: Seven-Up Bottling Company Nigeria Plc) (MANAGEMENT PROJECT TOPICS AND MATERIALS)
Promotion campaign is probably the most important aspect of the four marketing-mix elements—Price, Place, Product and Promotion— that are used to solve companies’ problems and gain competitive advantage if well implemented.
This important element of marketing-mix involves personal selling, advertisement, sales promotion and public relations. Meanwhile, the ultimate objectives of promotion are to create awareness, provide information about goods and services, and differentiate a product from others.
Furthermore, contemporary marketing calls for more than developing a good, product or service; it also entails pricing it adequately and making it available to the target customers at the right time.
This research work laid emphasis on different sales promotion tools used in marketing consumer products to help Seven-Up Bottling Company gain competitive advantage. In addition, it draws new sales promotion plan for Seven-Up Bottling Company to achieve her set objectives.
Keywords: Marketing, sales, promotion, product, beverage, industries, Nigeria.
The advent of industrial revolution has led to the introduction of modern machines in production sector to boost the production of goods and services. This revolution brought about large amount of goods and services available for sales. In this regard, consumers are exposed to varieties of products and are required to select which of the products from which company will give them optimum satisfaction they desired. (Abdulrahim 2002,110).
However, companies are also interested in boosting their images and gaining competitive advantage over other companies in the same business-line; Coca-Cola Bottling Company, Seven-Up Bottling Company, Nigerian Breweries Plc and host of others are competitors for example. In the light of the foregoing, for a company to surpass her competitors in a highly competitive market, it has to improve and prove some certain level of marketing competences to again the attention and interest of the consumers. (Kotler 2003,465).